PlayStation Vita 3G Data Plans: Rapid ReactionWe’ve known for a while that Sony’s PlayStation Vita 3G will feature monthly subscription plans through AT&T, but didn’t know how much the service would cost.
That changed earlier this week, as both parties announced that users can choose between 250MB or 2GB data plans costing $14.99 and $25, respectively.
This, despite the fact that the 3G enabled Vita will retail for $299, and that’s without the added cost of games and a memory card.
It’s enough to make budget conscious consumers cringe. Certainly, they want the best possible Vita experience, particularly online. Being connected 24/7 through AT&T 3G means they’ll always be able to access real-time scores, news feeds, cross-game text messaging and even multiplayer with certain titles.
“You will be able to play asynchronous (turn based) games, think Words with Friends style play,” said Sony Computer Entertainment America’s Kyle Shubel. “We have several in our launch window already working, such as Hot Shots Golf and Hustle Kings, where you take your shot (Hustle Kings) or play your round of golf (Hot Shots) and then transmit this turn to me.”
"The 250MB plan is functionally useless, as I'm sure downloading even a single game would run users over the limit."
“For 3G,” he continued, “you can still stay connected with your friends. So you will receive updates when a friend knocks you down a leaderboard, or someone is attacking your lair, etc. If you are in a party, via our Party app, you will remain in that party while on 3G and still get updates.”
It sounds appealing. Whether or not players will see the value in this, however, remains to be seen, and Sony’s been on the receiving end of some criticism when it comes to the desire for 3G, or the apparent lack thereof.
That said, we contacted people that work in and cover the gaming industry with one question: Should Sony offer PlayStation Vita at a reduced price ($99, perhaps) with a two-year contract through AT&T?
The reasoning is simple. With so many Wi-Fi hotspots throughout the U.S., many offering free connectivity, it would seem Vita 3G could fail to find an audience. By making the device significantly cheaper (at least up front), Sony would put its portable in a much better position to succeed.
Not so, according to those who responded.
“Portable gaming systems tend to be popular for younger gamers, and it's hard to imagine many of them wanting in on a two-year contract, or parents wanting one, for that matter,” said Tim Stevens, editor in chief of tech website, Engadget.
“For older gamers,” Stevens continued, “I don't think any of them are looking for another data contract for gaming on the go.”
It’s a valid point. With smartphone usage on the rise, these customers already dedicate a portion of their monthly bill to data. On top of that, they may also have another dedicated subscription for a tablet, such as the iPad 2.
“A cheaper device sold with a contract doesn't really appeal to me because the price point of the hardware itself isn't unreasonable,” said Brad Hilderbrand, co-host of the Power Button podcast. “Unlike an iPhone, which can cost upwards of $600 unlocked and with no contract, I could see myself paying $300 for the Vita if I wanted the 3G. Subsidizing the price sounds nice at first, but I'm sure AT&T would find a way to charge so much on the back end that it would render the whole offer completely unattractive.”
“I think the concept of discounting the device in exchange for a two-year commitment to a data plan highlights why most people don’t want the 3G service,” said Wedbush Securities analyst Michael Pachter. “I’m not a believer in 3G for anything except phones. I don’t know how it can be made more desirable for low frequency users if the data plan costs more than $5 per month. It’s the data plan that is a non-starter, not the device.”
Ben Moore, from Mighty Rabbit Studios, meanwhile, sees value in selling Vita 3G as cheaply as possible.
“A contract with an unlimited monthly data plan and lower hardware cost will tie in a greater value to the Vita. The consumer market is much more geared towards lower hardware costs with steeper monthly data costs. Having pay as you go costs outside of contracts and steep hardware costs may lead to a poor reception in the U.S. market.”
With this in mind, Sony should find ways to make the more expensive model attractive, and not simply an impulse buy for those who couldn’t locate the $249.99 Wi-Fi system.
“I'd like to see slimmer, more polished hardware and better battery life,” said Stevens. “For me, those things would make it worthwhile at that price. Short of that, a significant price drop wouldn't hurt.”
Hilderbrand also thinks a price reduction would help.
“Sony needs to cut the price and AT&T needs to reduce the costs of the data plans. Unfortunately, neither outcome seems likely, as Sony seems keen to sticking to the $300 price point for the Vita and AT&T couldn't really offer cheaper data plans on the Vita without experiencing backlash from smartphone owners.”
“[Sony] better have a solid line up of games, and perhaps offer two or three for free as an incentive to purchase the expensive hardware if it plans on sticking to the proposed data plan,” said Moore. “This model has worked well for platforms in the past, and may help boost sales out of the gate.”
With all this talk of cost, though, we had to wonder. Is 250MB of data enough?
“For mobile gaming, yes,” said Stevens. “I think that's plenty of data, assuming you can wait until you get home to download a new game or demo.”
Moore disagrees.
“That is simply not enough data per month for a core gamer that dedicates much of their gaming time to handheld devices, especially given the high cost of the actual device.”
Hilderbrand echoed this sentiment. “The 250MB plan is functionally useless, as I'm sure downloading even a single game would run users over the limit. Data plans like this work for phones where you can check email or a browser without using too much data, but I don't see the Vita being used in that way. I think the 250MB plan is just smoke and mirrors to present an ‘affordable’ alternative that will prove to be next to useless once people start actually using the device.”
Taking all of this into account, it remains to be seen how well Vita 3G will perform. One thing, though, is certain: the system joins the ever growing list of 3G connected devices, leaving us to wonder if it’ll stand out among the competition, or get swallowed within the already crowded market.
